Particle accelerator.

Most vacuum cleaner brands promise to annihilate dust; Miele, on the other hand, want to give dust the ride of its life with their Triflex HX2 model. After years of persecution by the likes of Dyson, Hoover, and Bosch, dirt particles have every right to be suspicious.

That's why the brand have put so much effort into this 60" spot, which introduces dust to "the hallowed gateway of Germany's finest engineering". We hope Miele employees use that line wherever they go.

After a slick tour of the product's innards, the narrator asks: "If you're not dust, don't you wish you were?" Delivered with utter sincerity, it's a funny, confident endorsement of their technology.

Product Category: Vacuum Cleaners

Territory: UK

Particle accelerator.

by Andrew MacGregor

Most vacuum cleaner brands promise to annihilate dust; Miele, on the other hand, want to give dust the ride of its life with their Triflex HX2 model. After years of persecution by the likes of Dyson, Hoover, and Bosch, dirt particles have every right to be suspicious.

That's why the brand have put so much effort into this 60" spot, which introduces dust to "the hallowed gateway of Germany's finest engineering". We hope Miele employees use that line wherever they go.

After a slick tour of the product's innards, the narrator asks: "If you're not dust, don't you wish you were?" Delivered with utter sincerity, it's a funny, confident endorsement of their technology.

Product Category: Vacuum Cleaners

Territory: UK